The Universe fascinates us all, and yet science communicators have a difficult time bringing astronomy into the spotlight. In a society dominated by commercial brands, gadgets, entertainment and social media, we must take a different perspec tive on what makes a communication channel and how it can be used to foster science appreciation and engagement. The authors identify three essential strat egies in moving towards Marketing 3.0: evolve from delivering products to cocreating; abandon market

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... egmenta tion and focus on creating communities instead; and move from building a brand to building a character. With this in mind, and taking into account the profile of millennials, the strategy of Kotler et al. in transforming millennials into a communi cation channel can be summarised as "the three Cs": Co-creation In the process of co-creation, the com municator invites his/her audience to no longer be just a consumer of informa tion, but to contribute to its creation. This method will appeal to millennials, as they love a work in progress, to collaborate and to contribute to the world. Kotler con siders that co-creation can be achieved by opening a platform, by allowing the audience to customise it and by inviting constant feedback. It is worth noting that Facebook is already using this model. Community Kotler et al. argue for building a commu nity around the platforms used to com municate. In Getting Brand Communities Right (Fournier and Lee, 2009), Susan Fournier and Lara Lee talk about sev eral ways in which a community can be formed: around shared values, based on interactions, or by gravitating towards a central figure. Out of these options, building communities based on manyto-many interactions is the strongest, as